DEVELOPMENT OF MARKETING STRATEGY MODEL FOR RESTAURANT ENTREPRENEURS IN ROYAL COAST TOURISM GROUP (PHETCHABURI PRACHUAPAND KHIRI KHAN CHUMPHON RANONG ) TO CREATE A COMPETITIVENESS IN ASEAN FREE TRADE AREA

Abstract

The objectives of research were 1) to study current situation and operation of restaurant businesses in Royal Coast Area 2) to explore the tourists behavior while traveling to stay over night at the restaurant in Royal Coast, and 3) to present the model development of the service Marketing Strategy in restaurant businesses in Royal Coast. The research methodology combined between qualitative and quantitative as well as Focus Group and Depth Interview. The sampling are 400 customers. The use of Social Sciences for Windows (SPSS) and advanced statistic (Amos) are employed. The Research instrument is a questionnaire and semi structure interview. The finding indicated that current situation of restaurant businesses in Royal Coast area are highly competed due to the growth of restaurant operators .Consequently, they have to compete with restauran tproducts and services.The operation of hotels in nowadays are centralization as theirs structure.The owners bought a franchise and make a mutaul recognition each other.The hotels serve a familaiar in Thai style and focus on the use of local product to create as a signature products.Emphasizing on repeititive work as a speicalization system.2)the tourists behaviors are female 25 - 34 years old work in private sector salary 10,001 - 20,000 baht ,single. 3) In this study, the researcher found that the eight favorable marketing strategies for restaurant businesses associating with tourist while using restaurant businesses service in Royal Coast after the Confirmatory Factor Analysis process (CFA), the model referred to as ’12 S’’ were revealed.